He uses the words new market to describe the thing four times in the article. It's very clear that to him it's a new market. Having said that his definition of

He uses the words new market to describe the thing four times in the article. It's very clear that to him it's a new market. Having said that his definition of new may be different to yours or mine. 5 years may still be new if you've been in an industry for several decades. Immunity Canvas has been on sale since the early 2000s, same with Core Impact. A lot of their marketing went into releasing 0day exploits. Exploit trading is as old as the exploits themselves. The value of an exploit is based on it's utility and effectiveness. A remote code execution in Windows is worth a fortune because Microsoft's strategy has been specifically to increase the cost and effort required to develop a reliable exploit.